How To Deliver The Unexpected with John Dwyer at Joe Polish's Genius Network - Genius Network Episode #104

If we want to take their eyes off the price, the last thing you want to do is to actually market on price, okay? The only people who are good at that is probably Walmart. Okay? Your business is not set up for that.

John Dewire has a proven five point marketing system for delivering the unexpected. Remember to subscribe to Genius Network so you don't miss a Future episode. Visit geniusnetwork.com subscribe for more.

John Dwyer, known as JD to most, is the owner of a marketing advisory business in Australia called the Institute of Wow. John has a five step proven marketing system that he gives businesses that is all about showing business owners how to take their prospects eyes off the price. He shows businesses how to create a wow factor in their marketing message. Just like the free Disney toy in the McDonald's Happy Meal box. His clients include Seven Eleven, McDonald's, Rupert Murdoch's News Limited, KFC and Shell, to name a few. He has 30 years of providing direct response marketing systems to businesses of all sizes and all types of industries. Today you're going to learn about how to take your prospects eyes off your price with wow. So give it up for the Australian jd.

Thank you.

Thank you, sir.

Thank you very much. I've got my wife's shopping bag for a reason. I'll tell you about that in a minute. Yeah, my name is John Dwyer, but as Joe said, I get jd, I get dickhead as well. So if you prefer that or moron, all sorts of other Australian slangs. Guys, what I'm here today to show you is a marketing system which is a five point system. I have a business not dissimilar from Joe's. There's some things that are a bit different but not dissimilar from Joe's and this system, if it's applied properly and it's the old implementation thing, it works every single time. So therefore, and I haven't had a business yet that hasn't applied it, that has not had a significant increase in turnover. Just wanted to highlight to you though, before I start this thing again, some of you weren't here yesterday. If I'm going to preach wow, then I better show wow. Okay, so when I put a book together, I put this together, this happens to be the last 10 or 15 years of all of the ideas that have made my clients at least a million dollars. And it's all in there. Okay, There's a. It's basically we sell it for $597 online and as a gift I'm going to give that to every single one of you here today. So. Yeah, as long as I get wow. One, two, three. Wow. Okay. And guys, one other thing I'm going to give you for free too, if you go to wowcentral.com it is the largest marketing ideas library in the world. It took me 18 months to put together wowcentral.com au don't buy it. It's $397 for an annual membership. You'll get it for free as well. Okay, I'll give the details. Okay, that is wow. That is every prom, every marketing campaign I've done for McDonald's, Coca Cola, Kellogg's, you name it, down to the butchers and bakers, it's there for you to swipe. I've done 1,274 audios that go for about three minutes each to tell you the before, the execution and the after of every one of those case studies. So if you're looking for ideas, wow central is. Yeah. Okay, now, Wheel of Wow, we'll move forward to what I'm going to show you here today. Every marketing speaker, or every speaker for that matter, has to have a wanky term for their solution. My wanky term is the wheel of whale, ok? If it makes you sick, get over it. The very first thing that I believe that we all need to do is identify not our target audience, but our most profitable target audience. So I got into this seminar game after being in the corporate game a few years ago, and I found that when I walked down to the seminar rooms, it was attracting the wrong sort of people. There were people with flannelet shirts, flip flops, and not many people had teeth. And so therefore I thought, now I've got to get a better quality in the room. So we advertise now in the Qantas magazine, the Virgin magazine, all the business magazines online and offline, and we get a better quality in the room. Now, to make sure I don't talk to anyone who's broke, we color lanyard them. So if they've got a red lanyard, we know they're doing under 500,000 turnover. I will not talk to them at the break. Okay? If they've got a gold lanyard, it means they're doing over 2 million. I'll sell my first born and I'll give up lunch to talk to them. That's all about message to market match. Okay, I'm being a bit sarcastic, but that's exactly what we do. If someone comes in and says, why have I got a red lanyard? We say, we're going to Play a game. Red versus blue. Fact is, I'm never going to talk to you. Create a wow factor is the second thing. If we want to take their eyes off the price, the last thing you want to do is to actually market on price, okay? The only people who are good at that is probably Walmart. Okay? Your business is not set up for that. And probably the best way to explain that to you is to give you an example. Most people think they've got a usp, but they don't. Okay? They don't have a unique selling point. So therefore we've got to dream up or provide to them one of our proven wow factor USPs. And this particular Fijian resort was running at 34% occupancy. Fiji, like Hawaii, it's a favourite destination for vacations for Australians. And I said to the owner, well, what's wrong? He said, we're running at 34% occupancy because we're 30 years old and the Hilton and the Sheraton are down the road are much newer and sexier, so they're going to the new kids on the block. And I said, well, we're going to have to develop an artificial wow factor for you. And he said what's that? I said, well, who's your target audience? He said, the travel agents in Australia. They send most of our business to Fiji. I said, good, well we'll say that for every room that they book from now on, they'll get a ticket in a million dollar draw. And he said what? I said I can get you a million dollars for 16 grand. I can get a million dollars for any one of the businesses in the room here for 16 grand. Can you imagine if you. We're doing it at the moment, we're saying share our website, share our podcast, share our webinars, and for every share that you give, we're going to give you a ticket and a million dollar draw. We're driving 100,000 visits to websites in three days by doing that. Okay, now how it works, Deal or no Deal or who Wants to Be a Millionaire on the ABC that's not Regis Philburn Show. They didn't give that money away. That was given away by an insurance company. Okay? So these are called million dollar deal insurance deals. What we did is we said to the travel agents, look, for every time you book someone into this resort, we'll give you a ticket in the million dollar drawer. Guess what happened when you went into the travel agency in Australia and said, oh, my wife and myself are thinking you're going to Fiji. Good. Yep. You go to the Hideaway Resort. Oh, but what about the Hilton and the Sheraton? No, you catch a bowler, okay, that's got rats and mice and cockroaches. You don't want to go there. Okay, the occupancy in three weeks went from 34% to 96% in three weeks. The fourth week it went to 100 and stayed at 100% for the next three months. Now, what happens is that when the real estate agencies all have their tickets in the barrel, they pull one out at a preliminary draw and that lady, it happened to be a lady, is brought to the resort and she actually gets to choose one of 250 envelopes. Okay? So it's a 1 in 250 probability. You get the all was found headline, win $1 million. But the fact is that there's a 1 in 250 chance that the insurance company is going to lose it. Now, when they don't win, and most of them don't, because it's a 1 in 250, they win a car. So we've done every possible sweepstakes contest you could think of. I had a $14 million turnover business in Australia just showing people how to run contests. And we did everything. We gave away cars and boats and trailers and houses and land. Cash, cash, cash, cash, cash. Doing nothing else but cash, okay? It wins every single time. Don't give me a refrigerator, I've already got two. Don't give me white goods. I've already got washing machines. You give me cash every single time and I'll love you. Okay? So just a tip for anyone doing that, we put up a $50,000 insured prize for one client last week. They went from 4,000 Facebook likes to 96,000 Facebook likes in two days. Okay? Because we put up a big price. Obviously, if you liked it, you got to draw. Another example of the wow factor thing. Taking their eyes off the price is a bank in Australia called the Greater Building Society. And this building society in Australia used to have home loans based on 6% or 7%. And what they do to attract more people, they'd give a 1% honeymoon rate break for the first year. Every other bank does that. So what we did is we changed it that if you swapped your home loan to this Greater Building Society, you got a free holiday or free vacation. You call it vacation, we call it a free holiday. So therefore, if you borrowed 200,000, you went to Fiji. If you borrowed half a million, you went to Disney. World. They doubled their home loans in the space of three months, tripled them in 18 months, and it ran for 10 years without once ever advertising a price. Not once in that 10 years did we ever advertise an interest rate. The only bank in the world, if anyone's going to advertise price, it'd be a bank, wouldn't it, for a home loan? And about just recently, we put a wow on top of the wow. I convinced Jerry Seinfeld to become their spokesman. So I flew over here and we spent quite a bit of time with Seinfeld. Once we put him on top of the free vacation, it went nuts. Absolutely nuts. Now this is a small building society, small being 6 billion, but you know, compared to the big banks in Australia, it's relatively small. The moment we put Seinfeld on top of the existing wow, it went nuts. We tripled our home loan market share in the space of about nine months. Okay, I'll show you one of the Seinfeld ads in a minute. Okay, so therefore, and McDonald's Happy Meals. I've got six kids, they're too old now for Happy Meals, but we had six under 12 at one stage. And I bought $5 billion worth of happy Meals and I could not tell you what they cost because Disney had that toy in there. Took our way off the price. Okay, problem solution. I'll leave the whole lot up there. What the heck? Problem solution. Jenny Craig knows what that's all about. Okay, overweight, go on my program and then all of a sudden you look like Halle Berry. That's what we call ship to gold advertising. Okay, so therefore, basically you show people exactly what their life's like or what their product or what services are, and they're bad. And then of course, what will happen is what you know, if they buy your product, how it will turn good. The next one be different online. That's an interesting one. Most of my clients doesn't matter whether they shell McDonald's or whether they're the local, you know, small business. They don't even know their bounce rate. And I explain to them that, you know, the most important page of a website, of course, is the homepage. And on that homepage you need to have a benefit driven headline. You need to have a welcome video, either yourself or presenter or maybe a doodle animation video. You need to have three. The five biggest benefits of dealing with your business. You need to have video testimonials. Do you know if there was an industry that you thought, well, who deserves video testimonials? Do you think it might be the holiday, the vacation industry? Guess what? TripAdvisor's top 50 resorts in the world, only one of them have a website with a video testimonial on it. Last but not least is repetitive trade. And the best way to probably explain that, if you don't mind, when I do a repetitive trade promotion in Australia, we'll take out a license like that for Walt Disney. We'll put all the characters on the poster, and around the corner of that poster will be sticker spaces. This one doesn't have it, but basically we'll get the newspapers, Rupert Murdock's newspaper, to drop out 500,000 of these, and then we'll give the kids two free stickers. One there and one there. The only way they can get the rest of the stickers is to buy the newspaper for the next three weeks, clip the curb, and take it to a drug store to pay 50 cents for my $0.01 sticker. And in three weeks, we made $672,000 out of just stickers. Okay, Excuse the pun, but that's the mousetrap. The stickers are the mice, of course. So the thing is, is that repetitive trade is, you know, McDonald's today. And we think they're pretty good marketers, don't we? Guess what? Today is going to happen. They have four and a half million people going through McDonald's in America today. They have no clue who any one of them are because they don't collect data. And if you're going to build a repetitive trade stimulant for your business, you've got to collect data. And we all know that we do that online, but most offline businesses don't do it. We went to a restaurant last night, which Joe was kind enough to recommend. We went in there. Did anyone get asked for their name and details? No, guys, I'll just show you the Seinfeld ad. Okay, this is it. We produced about 40 of these with Jerry, and he made a significant difference to the business. Let me just show that.

I'd like to talk to you about a home loan. Not for me, for you. I have a home.

Get a Getaways home loan from the Greater. It could be the most fun financial decision you'll ever make. Just ask a greater customer. When we shopped around for a home loan, we found the Greater had one of the lowest interest rates and a free holiday with over 200 choices, and there were no catches.

Get a getaways home loan and go on a free holiday or loan us some Money and we'll go on a holiday. Either way, someone's getting out of here.

We made sure Jerry was across everything. So if you're going to use a celebrity, and I've used quite a few of them over my time, don't label, slap them, don't put them on the Kellogg's box and just leave it. Make sure they're part of the business. So Jerry was part. Even the emails went out from Jerry. Can you imagine if you got an email from Jerry Seinfeld? Do you think you might open that? Our open rates went through the roof. 60 more seconds, Jo. I know that with the time limit, but I'll just show you. What I do at the end of these ads by the way, is could you take it forward, Richard? I always take the piss out of the poor husband and wife that do the ads with me. As you can tell, I'm a little bit cheeky. So therefore I actually. Sorry, he's got to go back to that last one. Richard. I will say to them, look, I'd like to say Fred and Wilma that that was the best testimonial that we've ever had because Gerry said to us, look, I don't want anyone else in the ads. And I said, you've got to understand that you're the attention seeking device. People in the ads are the ones there to actually say yes. We did get the free vacation and he reluctantly said yes, as long as we made them regular looking people. And so therefore I would take the piss out of these people and say, look, I'd like to that you're the best we've ever had. And they go, oh thank you jd, that's wonderful. I said no, I'd like to say that but I can't. You're awful. Okay, now I thought it was funny. Make up your mind whether you think it will be. Well, it's funny. We're sure am. I'd just like to say that was the best performance from anyone that we've ever had in one of these TV advertises. Oh, thanks. I really appreciate it. No, you misunderstand me. I said I'd like to say that I can't. You're pretty ordinary actually. What? You're pretty ordinary. Uh huh. Yeah. We might have to do it all again. Crew, can we get you back again? 30 more seconds guys. And I when the camera crew got the shits with me doing this, you know, all the time because they thought it was such a bad dad joke, they decided to pay back when I was over here quite a few times doing the stuff with Jerry. So I'm not going to. I wouldn't say no to having this on my brag file. So I'll let Jerry take the piss out of me. Just the next one. J.D.

You know, I just want to say that, you know, you are the most professional, most competent, just best to work with marketing person I've ever worked with.

Thank you, Joe. Thank you.

I'd like to say that.

Thank you guys.

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